Weetabix On The Go ad

Weetabix is putting £5m into a marketing campaign for On The Go

Weetabix is back on the campaign trail with a £5m push for its ambient breakfast drink.

The multimedia campaign for Weetabix On The Go Breakfast Drink, which hit shelves in January, is aimed at positioning the three-strong range as an alternative breakfast solution. It is focused on the drink’s convenience credentials and features a new ‘Weetabix, Fuel in a Bottle’ strap.

Running now, the campaign includes outdoor, online and digital activity.

“We want to communicate that the drink is an ideal option for consumers who occasionally don’t have time for a sit-down meal, but still want something that is satisfying, filling and also packed full of the same protein, energy and fibre that a traditional Weetabix breakfast would provide,” said group brand manager Ciara O’Connor.